The new colour was the most obvious difference to all other Rivella products and all competitive products in the soft-drink market. Therefore we looked for a way to best transport this differentiating feature.On the day of the launch - August 26, 2008 - 20Minuten, the largest commuter newspaper of Switzerland, appeared as Yellow Edition.

The total circulation (daily readership 1.3 mio. people = 30% net-reach) was dominated by Rivella Yellow: printed on yellow paper and with 8 different print ads.To support the effect of the printed Yellow Edition, also the online edition on 20minuten.ch was tinted in yellow on that day.

Results in the German and French speaking part of Switzerland after 3 months: -44% saw or heard of the 20 Minuten Yellow Edition of August 26, 2008.-68% knew Rivella Yellow.-34% tasted Rivella Yellow.-No cannibalization with other Rivella products: Rivella Yellow ran out of stock and the sales of Rivella Yellow increased the income of the total Rivella concern.